Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Figure 1 
Stakeholders, Fund Flows, and Communication Flows of Tourism Strategic Alliance
Communication flow
Funds flow 
CONCLUSION 
In one of the interviews of the case study, the entrepreneur who developed the Hutong guesthouse revealed 
a great deficiency in the guidelines of cultural tourism projects that would not have been there if there were 
collaborations with the government and NGO offices. He also showed a strong desire for incentives from the 
government and NGOs on his cultural preservation endeavor in the adaptive reuse of the heritage sites. Nonetheless, 
the developer was rewarded by the market on the cultural projects. The substantial investment and great scrutiny on 
preserving the authenticity of the heritage was justified by the lucrative profits the developer soon embraced. For a 
guesthouse that was normally rated at 120-250 Yuan per night, the developer charged 600-700 Yuan and still 
observed an insatiable demand from the market, particularly from the overseas tourists.